A now-you-see-it, now-you-don't experience.

 

Beefeater Gin

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Pernod Ricard wanted to launch its top-shelf Beefeater 24 through culture, not advertising, and signal its premium positioning in a way that felt unexpected and memorable. Jennifer's role was to brief creative teams to land a concept that let people feel the brand, while doubling down on one of the brand's most distinctive assets: the color red. 

 

We created The Red Gallery, a pop-up art experience inspired by the iconic red Beefeater 24 bottle. 

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The exhibition traveled to New York, Chicago, and Miami, including a stop during Art Basel, and showcased work from 24 emerging local artists in each city. Using red-lensed glasses, guests could experience each piece in multiple ways, revealing hidden layers and encouraging them to slow down, look again, and see more than what appeared at first glance.

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The experience invited artists, influencers, and tastemakers to engage with the brand as a curator of culture, not just a sponsor of it. By blending art, perception, and participation, The Red Gallery created an ephemeral but impactful moment that embodied the spirit of Beefeater 24.​

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Agency

Young & Rubicam New York​​​